We worked with Sainsbury’s to create a series of three films, a first for the retailer’s Christmas campaigns.
In a year when Christmas feels more uncertain yet more needed than ever, the collection of nostalgic adverts aims to celebrate culinary memories with loved ones and transport viewers through time by centring around three personal stories of modern British families and their connection to Christmas food.
The stories are brought to life through a combination of home-video-style footage and phone conversations between family members in the present day, as the nation continues to connect with each other from wherever they are.
The films were directed by 32.